Assessing Consumers’ Intention to Adopt Mobile Internet Services in the Kingdom of Saudi Arabia

This study was conducted with intention to provide a further understanding about the most predictive factors that could shape the customers’ intention to adopt Mobile Internet services in the Kingdom of Saudi Arabia. Thus, and according to critical reviewing of the main body of literature over the relevant area, researchers were able to identify four main factors that could have impact on the behavioural intention. These factors are performance expectancy, effort expectancy, hedonic motivation, and awareness that all are proposed in the same conceptual model of the current study. The current study data was collected from three main cities in Saudi Arabia (Jeddah, Riyadh and Dammam). Then structural equation modelling using AMOS was adopted to examine the proposed model and verify the research hypotheses. Statistical results largely supported the factors included as all of these factors have a significant influence on the customers’ intention to adopt Mobile Internet services. Hopefully, such results will provide accurate clues for designers and practitioners to focus more on the most important aspects that attract attention from customers in the Kingdom of Saudi Arabia